mobile search outlook 2013 - trends & mobile marketing

Mobile Search MoMentS UnderStanding how Mobile driveS converSionSMarch 2013

02

Understanding mobile search

Mobile search drives multi-channel conversions

Mobile search drives behavior in the moment

Perceptions of mobile search ads

agenda

03

SUMMary of findingSMobile search is always on, happening on the go, at home and at work.

Mobile searches are strongly tied to specific contexts.

Mobile search triggered follow-up actions also happen very quickly

of mobile searches occur at home or at work; 17% on the go

Shopping queries are 2x more likely to be in store

3 of 4 mobile searches trigger follow-up actions, whether it be further research, a store visit, a phone call, a purchase or word-of-mouth sharing.

on average, each mobile search triggers nearly 2 follow-up actions

77%

55%Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.

of conversions (store visit, phone call or purchase) happen within an hour

QUeStionS addreSSed

04

1 • Where, When, With Whom and How often does mobile search happen?

• Why? Understanding motivations.

2 • What are the actions and conversions triggered by mobile?

3 • How do people perceive mobile advertising?

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.

Methodology416 respondents were invited to log any type of mobile search in the moment, via Nielsen Life360 survey app on their mobile or tablet, for up to 14 days. 6,303 searches were logged in 2 weeks*.

SteP 1: Mobile Search diary

Deeper probe into “outcomes” of searches via online questions, delivered 24+ hours after the initial query. 1,958 responses collected.

SteP 2: follow-UP SUrvey

Exit survey at end of study answered by respondents. 323 responses collected.

SteP 3: final interview

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. *Average number of searches logged per day by participants was 1.25. Sample of 70 tablet owners not included in results.05

UnderStanding Mobile Search

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Based: Total mobile searches n=6,303. Q: What category of information did you search for? (select all that apply)07

Mobile USerS Search for a wide variety of inforMation

TravelSocialArts &Ent

TechFood Restaurant NavigationHealthCare

Shopping Finance AutoNews Beauty HomeFurnishing

10% 3%4%5%6%7% 3%4%7% 4%12% 2%15% 6% 1%

GeneralKnowledge

the Majority of Mobile SearcheS occUr in the afternoon and evening

Midnight - 3am

Noon - 3pm

6 - 9am 6 - 8pm3 - 6am 3 - 6pm9am - Noon

8pm - Midnight

3%

7%

17% 18%

2%

13%

19%

22%

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: How long ago did you complete this search?08

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you? 09

Mobile Search iS alwayS on,whether on the go or at hoMe and work

77%of Mobile SearcheS are in a location (work or hoMe) likely to have a Pc available to theM

In Store

On the Go

At Work

At Home

17%

9%

68%

2%

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 Based: total mobile searches n=6,303. Q: Where are you? Q: What category of information did you search for?10

Mobile Search contextS vary by tyPe of Search

Arts &Ent

Food

Index of Different Mobile Searches by Context

At Home In StoreOn the Go At Work At School

121

275

150

214

154

190

10391 90

51

10383

11382

108125

37

101 100

77

92 102 101

69

116

87

146

0

129

Restaurant Shopping Tech Travel

83

SPeed and convenience are the Main driverS of Mobile Search

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Why did you search on this mobile device? (select all that apply)11

Quickest way to search

53%62%

Most convenient way to search

17%

Always use my mobile device for

this type of search

No other option to find info

12%

“Searching on a mobile device is quicker, easier and I can do it anywhere.”

81%of Mobile SearcheS are driven by SPeed & convenience

Mobile SearcheS at hoMe eSPecially are driven by SPeed & convenience

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total searches n=6,303 (searches conducted on to go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314) Q: Why did you search on this mobile device? (select all that apply)

12

81%of Mobile SearcheS are driven by SPeed & convenience

76%At Work

76%On the Go

83%At Home

“It was easier on the mobile device as I didn’t have to get up [to] turn on the computer and wait for it to boot up.”

Mobile Search driveS MUlti-channel converSionS

Mobile Search driveS valUableoUtcoMeS for bUSineSSeS

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? (select all that apply)14

73%of Mobile SearcheS trigger additional action & converSionS

36%

Continued Research

25%

Visited a Retailer’s Website

17%

Visited a Store

17%

Made a Purchase

7%

Called a Business

18%

Shared Information

28% of mobile searches result in conversions (store visit, call, purchase)

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?

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Mobile Search driveS online & offline actionSMobile + PC 17%Mobile Only 70%

PC Only 13%36% continUe reSearch

PC Only 13%Mobile Only 77%

Mobile + PC 10%7% call a bUSineSS

In Person 100%17% viSit a Store or Service location

In Person 62%

Multiple Platform 8%Mobile Only 26%

PC Only 5%18% Share info and word-of-MoUth

Mobile + PC 15%Mobile Only 71%

PC Only 13%25% viSit a retailer webSite

In Person 52%


Multiple Platform 5%17% Make a PUrchaSe

a Mobile Search leadS to alMoSttwo actionS on average

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?

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Even more when searches happen outside the home

1.89follow-UP actionS Per Mobile Search

1.98on the go or in a Store

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: What category of information did you search for? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person? All Arts & Entertainment, Food, Restaurant, Shopping, Tech & Travel searches were eligible for a follow-up survey; other searches were only eligible if a respondent noticed advertising.

17

ProdUct and ShoPPing SearcheS have a higher nUMber of oUtcoMeS

Number of follow-up actions per mobile search

Travel

2.20 1.44

SocialArts &Ent

1.71

Tech

1.85

Food

2.05

Restaurant

2.07 1.38

NavigationHealthCare

1.79

Shopping

2.08

Finance

1.45

Auto

2.52 1.32

NewsBeauty

3.56

HomeFurnishing

2.06 1.09

GeneralKnowledge

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303 (Searches conducted on the go n = 1,048; searches conducted at work = 593; searches conducted at home n = 4,314; search conducted in a store n = 107) Q: Why did you conduct this search?18

Mobile Search iS a key Part of the deciSion-Making ProceSS

45%of all Mobile SearcheS are goal-oriented and condUcted to helP Make a deciSion

49%64%

On the GoIn a Store

44%

At Home

47%

At Work

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches triggered by “needed information to make a decision” motivation n=1,009. Q: Why did you conduct this search?

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when PeoPle USe Mobile Search to helP Make a deciSion they are….

30% More likely to viSit a retailer webSite

51% More likely to Make a PUrchaSe

57% More likely to viSit a Store

39%More likely to call a bUSineSS

Mobile Search driveS behavior in the MoMent

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?21

Mobile SearcheS trigger QUick follow-UPS

of PUrchaSe-related converSionS occUr within 1 hoUr of initial Mobile Search

55%63% of mobile search-triggered actions occur within 1 hour of the initial search

84% of follow-UP actionStriggered by Mobile Search occUr within 5 hoUrS

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372. Q: How long after the search on your mobile device did you start these activities?

22

6%12-24 hours

6%5-12 hours

21%1-5 hours

4%24+ hours 63%

Less than 1 hour

81% of converSionS(Store viSit, call or PUrchaSe) triggered by Mobile

Search occUr within 5 hoUrS

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP conversion outcomes (phone call, store visit, purchase), n=506. Q: How long after the search on your mobile device did you start these activities?

23

8%12-24 hours

7%5-12 hours

26%1-5 hours

4%24+ hours 55%

Less than 1 hour

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372Q: How long after the search on your mobile device did you start these activities?24

Call a business

Visit a store

Visit retailer website

Make a purchase

Share information

Continue research

56% 29%

29%51%

29%54%

24%

24%

59%

59%

24%61%

Mobile SearcheS trigger QUick online and offline actionS

Less than 1 hour

1-5 hours

5+ hours

15%

17%

20%

17%

17%

15%

PercePtionS of Mobile Search adS

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: People who participated in the study by using a smartphone, n= 416. Q: Did you notice ads during your search?

26

65%of reSPondentS noticed adS dUring the StUdy

SearcherS are MUch More likelyto notice adS when they are in a PUrchaSe environMent

27

155

107

71

103

At Home At Work In Store On the Go Other

Ad recall index by location

86

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?;

Mobile adS are MoSt effective dUring goal-oriented SearcheS

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Total mobile searches n=6,303. Q: Where are you?; Q: Why did you conduct this search?; Q:Did you notice any ads during your search?28

Ad recall index by motivation

Passing time Found something interesting

Need info / Deciding on purchase

?

89 11695

EASYSearch

INfo

rmat

IoN

of PeoPle find Mobile adS USefUl thiS iS what they Said…

59%“No extra clicks needed. Easy to spot.”

“They don’t take up much of my small screen, and give me just the info I can use.”

29

toP 4 thingS PeoPle like aboUt Mobile Search adS….• It is not annoying or invasive

• It is short to the point

• Speed. It is quicker to load

• Ads provide relevant information

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012.Base: respondents who completed exit survey n=323.

aPPendixoverview of Search exPerience by category

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=92531

artS & entertainMentlocation

1%In Store

15%On the Go

8%At Work

70%At Home

1%At School

4%SomeoneElse’s Home

0%Other Place

oUtcoMe

63%Clicked Links

35%Other

11%Visited a Store

11%Retailer Website

9%Made a Purchase

33%Searched

Shared Info21%

Motivation

28%Other motivation

40%Came across something interesting

?

27%Passing Time

28%Needed info for future action or purchase

initiated on…

3%Voice

38%App

2%Other App

56%Web Browser

0%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Arts and Entertainment searches n=620 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?32

Mobile driveS MUlti-channel behavior – artS & entMobile + PC 17%Mobile Only 73%







21% Share info and word-of-MoUth

In Person 65%


PC Only 3%

Mobile Only 38%

PC Only 15%In Person 35%


Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=45033

foodlocation

5%In Store

14%On the Go

8%At Work

71%At Home

1%At School


0%Other Place

oUtcoMe

63%Clicked Links

29%Other

33%Visited a Store

21%Retailer Website

35%Made a Purchase

32%Searched

Shared Info14%

Motivation

13%Other motivation


?

14%Passing Time


initiated on…

2%Voice

36%App

1%Other App

60%Web Browser

0%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Food searches n=263 Q: What were the outcomes of this search?Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?34

Mobile driveS MUlti-channel behavior – food




PC Only 0%5% call a bUSineSS





In Person 66%


Multiple Platform 3%

In Person 77%



Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=272 35

reStaUrantlocation

2%In Store

25%On the Go

12%At Work

56%At Home

0%At School


4%Other Place

oUtcoMe

54%Clicked Links

16%Other

51%Visited a Store

22%Retailer Website

30%Made a Purchase

19%Searched

Shared Info19%

Motivation

19%Other motivation


?

7%Passing Time


initiated on…

4%Voice

43%App

0%Other App

53%Web Browser

0%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Restaurant searches n=140 Q: What were the outcomes of this search?Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?36

Mobile driveS MUlti-channel behavior – reStaUrant





Mobile + PC 10%22% viSit a retailer webSite


In Person 88%

Mobile Only 4%PC Only 8%


In Person 62%




Mobile + PC 4%19% continUe reSearch

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=44137

ShoPPinglocation

4%In Store

17%On the Go

7%At Work

69%At Home

1%At School


0%Other Place

oUtcoMe

51%Clicked Links

14%Other

24%Visited a Store

51%Retailer Website

25%Made a Purchase

35%Searched

Shared Info9%

Motivation

18%Other motivation


?

17%Passing Time


initiated on…

4%Voice

38%App

2%Other App

56%Web Browser

1%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Shopping searches n=288 Q: What were the outcomes of this search?Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?38

Mobile driveS MUlti-channel behavior – ShoPPing









In Person 54%


PC Only 8%

In Person 51%



Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=35139

technologylocation

2%In Store

11%On the Go

15%At Work

70%At Home

1%At School


0%Other Place

oUtcoMe

69%Clicked Links

29%Other

6%Visited a Store

34%Retailer Website

13%Made a Purchase

54%Searched

Shared Info19%

Motivation

18%Other motivation


?

20%Passing Time


initiated on…

4%Voice

37%App

2%Other App

58%Web Browser

0%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Technology searches n=351 Q: What were the outcomes of this search? Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?40

Mobile driveS MUlti-channel behavior – techMobile + PC 16%Mobile Only 69%



PC Only 10%4% call a bUSineSS





In Person 58%


PC Only 8%

Mobile Only 55%

PC Only 18%In Person 18%


Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=10741

travellocation

0%In Store

24%On the Go

12%At Work

60%At Home

2%At School


1%Other Place

oUtcoMe

55%Clicked Links

45%Other

8%Visited a Store

34%Retailer Website

12%Made a Purchase

43%Searched

Shared Info26%

Motivation

22%Other motivation


?

13%Passing Time


initiated on…

1%Voice

37%App

1%Other App

61%Web Browser

0%Other

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Travel searches n=107 Q: What were the outcomes of this search?Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other actions did you take in person?42

Mobile driveS MUlti-channel behavior – travel

Mobile Only 43%PC Only 57%






In Person 59%



Mobile Only 75%

In Person 0%PC Only 25%




Mobile Searchcreating MoMentS that Matter

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